“Frieda Caplan Taught America How to Fear No Fruit,” says the headline.

Knowing what we’re going to want to eat years before we know it: That’s the Frieda’s way. She called the move toward organic and fair-trade decades before anyone else and thinks we’re undergoing a fundamental change in our diet, one Caplan’s company is ready to capitalize on.

“Americans are eating less meat than ever before,” Caplan says with a hearty laugh. “Isn’t it wonderful?”